Category Archives: hockey

Social Networking with a Schmear

In the past 10 years I have managed many social media projects – some even before that catch phrase was coined.  While every company seems to want to be on the various social networks, very few seem to grasp how and why

As they say – to cut to the chase:  Social Media is and should be social.  That may seem like an obvious statement but many campaigns seem to miss that point.  Here are some examples of Social Media Myth busting and one surprising example of social media done right.

  • Signing up people to like your product or service by giving them something

I was at the New York Auto show at the Javits Center this past Spring.  One auto company was giving away tee shirts if you “liked” their Facebook page.  They probably gave away 1000 tee shirts and got 1000 likes.  If their apparel budget permitted 1 million tee shirts, they perhaps could get 1 million likes. So what?

By the way, I got a tee shirt for “liking” them. I can’t even tell you what company it was or where I put my treasured prize.

Getting random people, who are fundamentally unconnected, with no interest in each other or even the product to join a social network, just to show you have “numbers” is a waste of time and money – except for the company that makes the tee-shirts, and supplies the models to hand them out. A quick estimate for that campaign would be $10K for a consultant to “produce” the marketing event, another $10K to produce the tee shirts and likely $5K in costs for contractors (models) to hand-out the tee-shirts.  That’s at least $25K spend on getting 1000 “likes”.  It would be better to have a website that says “like me”, and I will send you ten bucks.

How many times do you think any of these people visited the company’s Facebook page?  How many of their friends decided “Gee, I better like that page also?”  How much original user generated content was created because of this campaign?

As we say in NJ….Ugats!

  • Trying to create a great social network around boring content , is … boring,  unless its not.

Let me explain.  If you put up photos and comments about little Jimmy’s second grade music lesson it may be boring to the masses, but for the little Jimmy’s family it’s interesting and fun.  One picture can generate 20 comments in a family circle.   If you take that same picture and put it on a website that sells music lessons, will anyone comment or care?  Will family members share that link on their Facebook walls or Twitter rolls? Interest in content is contextual.  Members of a social network must be self-motivated to spread the word, comment, contribute and create the viral impact of social media.

An interesting example of social networking done correctly is a delicatessen in Newark New Jersey.  Hobby’s deli has been a family run Jewish restaurant since the invention of corned beef.  The real life Hobby’s experience includes fabulous food and even better “schmoozing” between the customers and especially with the two brothers who are the owners.  From the lunch time crowd of lawyers and politicians to the enthusiastic dinner hockey fans on their way to watch a game, Hobby’s provides social subsistence along with the knishes.

To take the Hobby’s experience and bring it to Facebook was not a guaranteed success.  The owners did not pay an “expert” thousands of dollars to help them with the project.   They applied their natural real-life social networking skills and put it on Facebook.  The formula is simple.  They comment on what is going on at the restaurant.  Who is having a birthday? Feeding the Ringling Brothers Elephants, a visit from a pro athlete, little contests between the two brothers, playing the role of a Leprechaun for the holiday celebrating the Patron Saint of Corned Beef – (St Patrick) and the ever-present Devils fans.    Within this content come mentions of the daily special and photos of the food.   While the latter elements are clearly advertising, they come across more in context of the overall Hobby’s narrative.

By taking what is already happening in real life and placing it in social media they have created a tempting morsel for a loyal clientele.  They have less than 1000 likes as of the writing of this blog, but I am sure that is not bothering Hobby’s.  The likes that they do have, really  like Hobby’s.  When their patrons comment, and they do it often, it spreads virally across Facebook.

Which one is a former NJ Devil?

Which one is a former NJ Devil?

To achieve their success they did not stand on the corner of Halsey Street and hand out sandwiches to random people just to get them to like their page.  The Facebook page is becoming a contextual meeting place for their patrons and obviously drives business.  It has the right ingredients: a consumer base that has something in common, content that they find interesting, a natural willingness to generate user comments and a real ROI for the business.  Win-Win-Win

I’m hungry now – time for a trip to Newark.

Link to Video of Chico Resch at Hobby’s (Click Here)

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Filed under advertising, Circus, Content, Corned Beef, facebook, Food, hockey, humor, mobile, mobile commerce, Newark, Rangers, social networking

Yes Virginia, Santa does TXT!

santa-text1

When I was leading Upoc we would create “Themed” social networking groups around different holidays.  We had particularly interesting groups, and results around Thanksgiving, Valentines Day, New Year’s, Hanukah, Kwanza, MLK’s Birthday and Halloween.  The most interesting, and memorable group was the Christmas group of 2007.

Each social network had a particular question that the members were asked to answer and comment upon.  For Thanksgiving the question was simply, “What are you giving thanks for this year?”  For Christmas it was, “What do you want from Santa this year?”

These social networks were created from the existing Upoc community.  We used our in-house tools to invite members to join.  When a network reached a critical mass of between 500-1000 members, we had a vibrant group.  Since I enjoyed the social networking, group psychology, and the pure fun of these networks, I was often the group moderator and owner.   The majority of the messaging within the group was done via SMS text messaging.  It was not unusual for one of these group to generate millions of messages during its life.

So you probably guessed by now.  I was “Santa”.  I would watch the group discuss their  various needs and wants, and then once or twice a day, as “Santa”, I would interject some pithy (hopefully) comment.  My username was “Santa”.  As Santa I would also boot from the group anyone who wanted nothing more than carnal contact with Santa!

This pattern continued for about a week, when a particularly classic desire bubbled up from a member.  She was a single Mom, with another baby on the way.  She lived in a very rural section of a Southern State.  To protect her identity I will call her “Virginia”.   Either Virginia thought she was text messaging with the real Santa, or she was really good at role-playing.

She texted Santa and said she “really believed in Santa”.  We had several text conversations about her living situation and she would ask about the reindeer.

After communicating with Virginia for two days I decided it was time for Santa to practice some real  holiday spirit . I messaged her that if she really believed ielf_poster1n Santa, then she would get a call from one of Santa’s helpers, “Charlie the Elf”.

In terms of full disclosure,  “Charlie” worked in our customer service department and was eager to play the role of an Elf.  Charlie called Virginia and got her address.  She was a little curious why Santa did not already have her address since he visits every house on Christmas Eve, but we and she let that one slide.

Once we had her address, I went to the web page of the real Santa helpers – Toy’s R Us.  I purchased various items to brighten her holiday- some toys, books, and baby clothing.  These items were shipped directly to her home.

After I made the order I checked out her home on Google Maps.  Using the Satellite view I discovered that the address was in fact a trailer on a secondary dirt road, connecting to the main dirt road, that connected with what may have been a paved road about 5 miles away.

toysrus-logo-high2Santa sent a message to Virginia to tell her that her package was on the way and that it would come from Toys R Us.  She messaged back asking why Santa needed to use Toys R Us.  I thought about sending an explanation about outsourcing and the global flat economy, but instead just told her that Santa needs a little help in reaching the most rural areas.ups-logo

As Santa, I used another of Santa’s helpers – UPS- to track the package.  When the UPS service send me a message that the package had been delivered, I texted Virginia to ask her about her gifts.   She got back to me and messaged that there was no package by her door.   I went back to the UPS web page and it informed me that the package had been left behind the carport.  Santa then messaged Virginia to look behind the carport.  She messaged back in a couple of minutes, totally amazed that I was able to tell her exactly where to look.

If she did not believe in Santa as a magical figure before that, with the help of text messaging, Charlie the Elf, Google, Toys R Us and UPS, she was clearly a believer now!

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Filed under advertising, blackberry, CEO, Christmas, Google, hockey, location based services, mobile, new media, politics, Santa Claus, social networking, wireless

Catch the Next Wave in Mobile

The key to the future lies firmly in what you do in the present.  This is the theme of every time bending sci-fi story.  Change what you do now and your future timeline will alter.   This axiom has never been as true in the mobile industry.  With a significant portion of the industry for value added services treading water (or drowning slowly) in this economy, those who position themselves for the recovery wave  will ride to success and be the next hot thing.  If you miss that first wave, you sink.

So, enough for the metaphors , Let’s get to the predictions.

Where should you be positioned for that enviable wave of profitability?

What will be hot? My top three

-Location Bases Services – For real this time!

minority_report2The prediction of profitable LBS services has been around for as long as LBS services.  The reason I am now bullish on LBS is the convergence of social networks, large screen devices and third party LBS providers for applications.    The visions of “Minority Report” like talking billboards or auto-generated coupons as you walk past a Starbucks have been the visions of non-visionaries.

Nice for Sci Fi but not in reality.

The popular navigation applications such as VZW navigator have been the first step in this lucrative market.  The integration of LBS with social networking will be the next.

LBS will be the  bridge that will bring virtual social networking back to the real world.  looptCool apps like a Google map that automatically shows you the location of your Facebook friends, alerts you if a “friend” is at the same bar, game or locale as you.
This is being developed by Loopt – today.

Legitimate dating services such as Match.Com could obviously benefit from such a service.

Will this make the anonymous rogue of virtual space more dangerous or more marginal?

Regardless, this is coming and will be big   Position your application for this and you will catch the wave
mobilescreen
-Mobile Commerce  – The rest of the economy meets wireless

In a previous article I talked about the tipping point of large screen devices and keyboards.  That trend coupled with “open networks” is a perfect storm for true commerce on mobile devices.  The industry will break out of the ringtone and wallpaper commerce “sand box” to address the other 99.9999% of the economy.

We will be evolving from using mobile as an alerting mechanism for transactions such as banking, trading, ebay, sports, etc.  The next step is to use the mobile as the transaction vehicle.

There are already several mobile ticketing trials for airlines and events underway.
Using your mobile as a truecredit-cards mobile wallet is just over the horizon.

The barrier that will have to be removed is the 40-50% share of revenue that carriers take for the existing mobile oriented content.   Credit Card rates for merchants are one tenth of what carriers charge.

The carriers have been providing both a billing service and a “mall owner” function.  Open Networking and free application choice changes this equation.   Either the carriers figure out how to be the clearinghouse for general commerce using their networks, or they will be ultimately bypassed.   The consumer should hope that the carriers continue to play a role and benefit from this increased commerce flow.  Simply , the more revenue the carriers can garner from commerce generation, the less the basic subscription rates have to be.

In either case the revenue flow through mobile will increase geometrically

-Advertising –The arrival of universally acknowledged Mobile ROI
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My view is that mobile advertising has been “Swift boated” by the other advertising media outlets.  This makes sense.  If I made my bonus purely on television, radio, print or web advertising, I would be less than happy for a share of those dollars, Euros or Yen to go to mobile platforms.  The claims that mobile advertising is impossible to measure seems rather suspect to me.  You can measure TV audience but can’t measure someone who clicks on your mobile ad?

With so much more content being produced for the larger screen mobile devices, the preferred monetization mechanism will be advertising first, subscription second.  The value chain for mobile ads, from creative, agency, platform, network, publisher and advertiser will mature and become fully mainstream.

More advertising revenue will benefit the traditional media giants as well as the new wave of mobile publishers such as game provider Cellufun.

Eventually the advertising model can help carriers transition the handset subsidy to the providers of goods and services.

These are my waves for the next couple of years, what do you thing I have missed?

Are you poised to cash in?

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Filed under economy, Google, hockey, location based services, mobile, mobile advertising, mobile commerce, mobile games, social networking, wireless

Note to the New CEO of Yahoo – Mobile desktop matters

What is your mobile homepage? And does it matter?

jerry_yangThe exit of Jerry Yang from Yahoo got me thinking about the implications, if any, it would have for mobile.    In the desktop browser world, the fight for your homepage has been waging for years between Yahoo, Microsoft, Google, AOL, and anyone else who managed to hijack it.  The theory is your homepage selection drives page views, which in turn drives advertising revenue.  More views equal more bucks.

So, what does this mean in a mobile device context? Does homepage matter?

What is particularly interesting in the mobile domain is the competing paradigms for driving traffic.  There is the “traditional” browser homepage war, the mobile desktop icon, a range of Java or Brew applications, and widget portals.

The key question is what to you want to do with your mobile device when you access the Internet and how best to get the answer you want.

A second factor is despite the proliferation of full keyboard mobile devices; the long-winded entry of URL’s and the point and click model of a desktop still does not translate well in the mobile arena.

The specific models at play on the Blackberry are:

1-    Set your homepage
2-    Download bookmarked Icons for specific sites and services
3-    Java Applications that mange collections of information feeds
4-    Widgets and Portals that are a collection of widgets.

Here is my solution – let me know if it matches what you have or you have a different use model.

When I access the Internet on my mobile it is usually about answering a particular question or reading a specific newspaper or blog.

I have my homepage set to the minimalist Google mobile.   I can enter anything I want in the search box, from a website I want to visit to a question.  This is a very functional model for me when I need business information or just want to impress family and friends with some arcane trivia.  Did you know that the state bird of Alaska is the Willow ptarmigan?mybb1

For routine information and entertainment I use the very easy downloadable bookmark icon.  The icons I have on my device are:  NY Times, Washington Post, ESPN, MLB, NY Yankees, Weather Channel, CNN, CNBC and ABC News.   This library of information is great for those commuting train trips.  In 25 minutes I can catch up on the news, read my favorite editorials, and follow the local sports teams.  This is very efficient for sites I visit often, and much better than bookmarking these sites within the browser.  This is another good example of the difference between the desktop and mobile experience.

Next, I have certain downloaded applications that I use often.  My favorites are VZW navigator, followed by Google maps and iskoot (for Skype).  For navigation applications I am asking my device a specific question and getting a specific answer.  It is either, “How do I get to….”, or “ Where I am and how did I get here?”  I use Skype on my desktop and there are rare occasions that I us it contact a business associate.  Iskoot works well and is free.

The next category of applications isthe content aggregation portal.  I have two examples that I have on my device.  The first is a very good RSS reader called Viigo.   You can easily set up the blogs that you follow and they also have pre-loaded feeds that you can keep or easily delete.  If you want to follow this blog on your mobile device, this is the solution.

I have also downloaded a specific RSS reader from “The Hockey News”.  If you read this blog regularly you know I am a big Hockey fan.  I am sorry to say the Hockey New RSS portal is poorly executed and rarely gets used.  This should be bad news to the editors at the Hockey News.  If a diehard mobile guy who is also a diehard hockey guy finds your mobile application to be poor, it is time to rethink.

Note to the Hockey News:

I make the same offer to you as I did to the New York Rangers.  I will volunteer to fix your mobile application.

yahoo1Lastly, the widget portal that I have downloaded is “Yahoo Go! “.  In my view, this is a good implementation for the wrong paradigm.  Yahoo Go! Is a mobile version of the  “My Yahoo” desktop homepage.  It has lots of general information categories in a very slick carousel interface.  What is interesting is that, although I have used Yahoo as my desktop homepage for 10 years, I almost never use “Yahoo Go!”.   The reason for my low use of this service is simply that I have no reason to use it.  It does not function as a way for me to get quick answers (Google), quick information (Icons), or navigate (VZW).

It is interesting to speculate what Obama had on his Blackberry?

The Iphone, G1, HTC and other large screen devices can easily enable similar models.

With advertising revenue the ultimate goal, understanding the mobile desktop paradigm is step one.

We can hope that the successor to Jerry Yang will re-think the mobile environment to be truly mobile and not just a transposition of the desktop.

Will the Yahoo and Google be the only advertising game in down, or will quick footed start-ups like Mojiva make even bigger inroads in this lucrative market?

Please share with me what you have on your mobile desktop.  I will collect the input for a future blog article.

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Filed under advertising, CEO, Google, hockey, mobile, obama, portal, widgets, wireless

Wireless, Politics, the Economy and Hockey

Sometimes if you just take a moment for deeper observation at an event you can get a sense of what pundits spend a lifetime interpreting. Last night I took my youngest daughter to a Ranger game. They lost in overtime, 3-2 to the Edmonton Oilers, so I will not dwell too much on the fantastic comeback, the grit and determination and the ultimate let down.

Here are my other observations during those 4 hours:

Observation 1 – Wireless Gen
My daughter sent and received approximately 120 text messages. She communicated to classmates about the homework she would have to do when she got home, she chatted with her cousin about God knows what, She took three calls, and she cheered the loudest in are section. She does not have ADHD, she just multitasks at the rate of a cyborg!! This is the next generation.

Observation 2- Politics

obama buttonThroughout the game the roving camera guys put crazed fans on the big jumbotron. Twice last night, the fan was wearing a big Obama button on their Ranger jersey. When they saw themselves on the arena scoreboard instead of pointing to their Ranger emblem, they pointed to the Obama button! If seems the hockey Mom and Dad demographic in New York went for Obama.
Observation 3- More Wireless
The Rangers have several interactive mobile promotions during the game. The simplest is a text to screen application where your message is displayed on the scoreboard. What is “interesting” is that you text to one shortcode, get a thank you message from another shortcode and then are instructed to text a third shortcode for a free wallpaper. Also, the thank you shortcode responds with “Thank you for voting!” Opps? Did I vote? Time to check that campaign provisioning!

NOTE TO NEW YORK RANGERS MOBILE DEPARTMENT:

I herby offer – pro-bono (maybe you can pay me with an autographed stick) to fix your mobile applications to make them coherent and effective; to have them run on one shortcode, with proper messaging before, during and after the user interaction.

Observation 4- The Economy

rangersuites

I made a quick count on the number of empty luxury suites last night. I stopped counting after 23. Madison Square Garden has about 60 suites for the well-heeled New York corporate crowd. While I have seen empty suites in the past, the number of dark boxes is very large. As a proxy for the recession/depression on Wall Street, just counting the number of flipped light switched on luxury boxes is a leading indicator of the economy.

Observation 5- The Economy – Oh Canada! (Or is it just the Oil(ers))

Since the Rangers were playing a Canadian based team, the national anthems of both Canada and the U.S. are sung before the game. I like the Canadian Anthem, and can sing it with the best of them. I have to admit I was never quite sure who Canadians are “on Guard” from?

Anyway, I observed a very large number of Edmonton Oiler fans, from Canada. This is unusual. Usually the out of town fans come from New Jersey, Long Island and Philly. This got me thinking. Is there some other geopolitical trend that has caused these fans to be in New York?

I came to three possibilities – either they paid for a tour before the dollar increased in value, or they all work for oil companies in Edmonton and have more money than they know what to do with, or they are Canadian “snow birds” who escape the harsh Canadian winter to bask in the less harsh New York winter. You decide.

Amazing what you can observe if you just take a minute to look!

iamaranger800

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Filed under economy, hockey, media, mobile, New York, obama, politics, Rangers, wireless

Good Hockey, Good Wireless


It always strikes me as somewhat amazing how much SMS and MMS services have seamlessly integrated themselves with mainstream activities.  As an example, (and no surprise to those who really know me!) I will use this afternoon’s Ranger/Bruin hockey game.  Before you send me lots of comments and email pointing out that what I really wanted to write this blog installment about was the thrilling game – I plead 100% guilty.  I will try to at least give some lip service to mobile internet services while I carry on about the thriller in the “World’s most famous arena”.

The Rangers and Bruins started the day separated by just one point in the standings , with the Broadway Blues holding the advantage.  The Eastern Conference is very tight this year with only 6 points separating the top 7 teams! 

The teams traded excellent scoring chances in the first period with the Rangers testing the Boston goalposts, back boards and protective netting, as much as they challenged the Bruin goaltender. But with no pucks finding the twine of either goal, the period ended scoreless. 

The second period was similar to first with the intensity turned up several notches.  Jaromir Jagr powered by the Bruin defense on three occasions for close in tries, denied on each by Jay Auld, the Bruin net minder.  The Bruins finally did get some sustained pressure on the Rangers, with Henrik up to the challenge.  The second intermission came with no goals.

A special shout out at this point must go a Blue Shirt faithful in the “Blue Section”.  With exactly 1 minute and 5 seconds left in the period he yelled out “ Hey , how much time is left in the period?”.  The announcer of course then followed with “One minute left in the period.  The fan responded with a loud “Thank You!”.  19 thousand people laughed.  At least the tension of the game was broken for a bit.

The third period was frenetic.   Both goalies made acrobatic saves that seemed to defy the laws of physics.  At one point Sean Avery made a great power move to the net and flicked the puck off the left post – “groan!”.  Both teams tried the old tried and true method of pushing the defensemen and the goalie, along with the puck into the net.  In both cases the Referees were close at hand to restore order.

 With about 7 minutes left in the game, Scott Gomez completely undressed a Bruin Defensemen, stealing the puck in the offensive slot area.  Gomez came in on Auld totally uncontested…..and missed.

Both teams traded some good scoring chances in the 5 minute overtime, but it was obvious that this one would be settled “Mano a Mano” with a shootout.  After regular and OT play both goalies. had turned away a combined  64 shots.  That is a whole season of shots for a Soccer team!

(If you have gotten this far in the blog, I promise to have something about mobile services at the end!)

(Also if you have gotten this far there is a good chance we share some DNA!)

The shootout – a best of three – was as nerve racking as it gets in a big game.  Both teams missed their first shots.  Nigel Dawes, a Ranger rookie, took the second shot and ringed it off the left post and into the back of the net! After nearly 3 hours a puck finally entered the net!!  The Bruins missed their final two shots and as Henrik stooped David Krejci, bedlam broke out at the Garden. 

Playoff atmosphere hockey in Mid March.  Very Nice!

If you want to see video highlights of the game – follow this link:

http://rangers.nhl.tv/team/console?hlg=20072008,2,1037

So here is the wireless angle on this joyous day.

 At that start of the game I updated my “Up2” microblog with my whereabouts and the status of the game.  During the game there were three wireless polls taken of the audience.  I send an MMS picture of my daughter to be displayed on the arena’s jumbo-tron.  At one point my daughter got lost in the arena (actually she knew where she was,  I didn’t).  She texted me her location, which was back at our seats. ( I can put this in here because my wife does not read this blog!)  And lastly, this entire blog was written on my blackberry on the train ride home.  A very full day indeed!

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Filed under hockey, mobile